Display Technology

Daktronics, BackLite Media install large double-sided billboard in Dubai

Provided

March 2, 2022

Daktronics, a producer of digital billboards, has partnered with BackLite Media to manufacture and install the Jawhara, a double-sided digital billboard in Dubai, United Arab Emirates, according to a company press release.

Located opposite the Museum of the Future on Sheikh Zayed Road, the display is positioned for increased viewership and was launched in February 2022. The structure supporting and surrounding the display was built by Yerevan Steel in conjunction with Blue Rhine Industries.

"Launching the latest in our Landmark Series, The Dubai Jawhara is a truly iconic digital advertising structure, up there along with the world's best advertising signs," James Bicknell, CEO at BackLite Media, said in the release. "We are proud of our continued innovation in the Dubai digital outdoor advertising space."

On each side of the structure, the displays measure 11.52 meters high by 7.68 meters wide and features 10-millimeter pixel spacing to deliver crisp, bold imagery. These displays also incorporate Daktronics' environmental protection safeguards to ensure they operate in Dubai's outdoor environment.

"BackLite Media understands what makes a billboard unique and executed this project accordingly," Mathieu Verbraken, development manager at Daktronics, said in the release. "They have the best locations, leading structure designs and they partnered up with the best display technology. Adding to this is a relentless drive to only show the right content, adapted perfectly to the screen. The Triple Crown has set the benchmark for Digital Out of Home, the Jawhara takes it to another level. I can't wait to see the next installations take shape."

BackLite Media is a supplier of outdoor media with experience in signage. They are a partner with the Roads and Transport Authority in Dubai and hold over 100 locations on Sheikh Zayed Road. Backlite Media operate malls and cinema advertising in the UAB, and they partner with Merex to manage the digital networks installed at Dubai's outdoor retail and leisure destinations such as CityWalk and The Beach.

"It has been a pleasure to work with such a professional company like BackLite Media," Andrew Gorder, project manager at Daktronics, said in the release. "They are able to develop truly iconic display designs and are able to deliver these in a fast-track project schedule. I believe the end result speaks for itself. I look forward to working with them on the next one. The bar has been set high and I know they will surpass it again."